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When launching a product or service, a canny entrepreneur will always have a good sense of how their target consumer will react.

You’d have some insight into their lives, run some experiments to gauge a reaction to their proposition, and gradually ramp up their roll-out while responding to the customer’s behaviour and questions. Progressively making the offer better and better based on the customers’ feedback.

When raising investment, to a certain extent you need to get into your potential investor’s head in the same way. Anticipating the questions to be asked and testing out reactions. Unfortunately, in some ways it is harder, as you have fewer opportunities to get in front of investors and often only one chance to make the best impression.

Authors: Ian Wallis

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